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勘違いが人を動かす 教養としての行動経済学入門
- Narrated by: 宮負 潤
- Length: 11 hrs and 51 mins
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Publisher's summary
★東京大学大学院経済学研究科教授 阿部誠氏絶賛!
「人間の非合理性が実社会でどう利用されているかよくわかる。
驚嘆の書」
★あなたの日常に潜む「選択と行動」の科学とは?
★世界絶賛のベストセラーがついに上陸!
★興味深い事例と豊富な研究から学ぶ、行動経済学入門
・スーパーが「野菜売り場」からはじまるのは、〇〇をさせるため?
・相手に「〇〇」と言われるだけで「お願い」を受け入れやすくなる?
・期限までに目標達成したいときは、〇〇のスケジュール帳を使うべき?
「論理」よりも「情熱」よりも、
「認知バイアス」によって私たちは動かされる。
認知バイアスに関する研究が進むにつれ、
人間が生得的に持っているこの心理的な傾向を
ビジネスや公共分野に活かそうとする動きがますます活発になっている。
認知バイアスについて理解を深めることは、
様々なリスクから自分の身を守るためにも、
うまく相手を動かして目的を達成するためにも、非常に重要だ。
本書では、私たちの生活を取り囲む様々な認知バイアスについて
豊富な事例と科学的知見を紹介しながら、有益なアドバイスを提供する。
■はじめに
「論理」よりも「情熱」よりも、「人を動かす」もの
人を動かす「ハウスフライ効果」と認知バイアス
「行動科学」を効果的に使うための注意点
■第1章 脳に騙される私たち──自分にとって都合のいいことばかり考えてしまう理由
「私だけに当てはまる!」と誰もが思っている
「頭で考えて動く人」と「直感的に動く人」は決定的に違うのか?
無知な人より、知識が豊富な人のほうが自信を持てない理由 …など
■第2章 なぜ人は怠けてしまうのか──「面倒くさい」を脱し「すぐやる人」になる方法
「20ドルもらうために27ドル払う」人
自殺者すら減らす「面倒くさい」の力
「なぜなら」と言うだけでうまくいく …など
■第3章 「想像の痛み」から逃げたい──不安やストレスに振り回されない技術
「お金を使う」のは身体的に痛い
「経済的な不満」を感じると、人は食べ過ぎてしまう
病気にかかるよりもワクチンの副作用が怖い …など
■第4章 「人と同じ」じゃないと不安──「同調」と「社会性」を使いこなす
なぜ私たちは「限定」に弱いのか
「良くない行動」を指摘しても改善されない理由
「いいこと」を言う人は「いいこと」をしない …など
■第5章 「今すぐ欲しい」が「まだやりたくない」──「時間」を効率的に使うコツ
スーパーが「野菜売り場」から始まるのはなぜ?
「終わりよければすべて良し」は科学的に正しい
「先延ばし」をやめて「すぐやる人」になる方法 …など
■第6章 知らぬ間に注目している──誘惑の仕組みを利用する
iPodに「白いイヤホン」をつけたアップルの戦略
自己紹介の目的は「共通点」を探すこと
頭のいい人が「喩え」をうまく使う理由 …など
■第7章 報酬はどう与えるべきか──「アメとムチ」をうまく使うために
報酬が「逆効果」になる場合もある
「搾取された」と感じるだけで、心臓病につながる危険がある
「お金が絡む職業の人」は、不正をしやすいのか? …など
本タイトルには付属資料・PDFが用意されています。ご購入後、PCサイトのライブラリー、またはアプリ上の「目次」からご確認ください。
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